RV Advertising: How To Track Your Results.

January 3, 2010

Here are some basic RV Advertising tracks everyone needs to know how to read.

Since advertising is a blend of art and science.  As a result there  is no perfect formula to insure success.  But, through by measuring certain elements you  can begin to determine your advertising’s effectiveness.

Lets call these the top five:

1. Tracking CUSTOMERS

Track how many customers are shopping your dealership, who they are and why they came in today.  In addition, track how customers are shopping. i.e. drive-by, internet, radio, TV or billboard.

2. Tracking MARKETING COST

Determine your Cost per Unit (CPU) by dividing your total advertising expenditure for the month by the number of units sold.  Calculate it for towables and motor homes.

Total Ad Dollars Spent for Month = CPU Number of Units Sold

3. Tracking REVENUE

Determine your Average Gross by dividing your front end and back end grosses by the number of units sold.

(Front End Gross + Back End Gross)  = Average Gross Number of Units Sold

4. Tracking TRANSITION

Determine your Demo Index by dividing your total number of customers by the number of demos.

Total Number of Customers  = Demo Index

Number of Demos

(1 is perfect. The higher the number, the worse the performance.)

5. Tracking SALES

Determine your Sales Index by dividing total number of write-ups by the number of deliveries.

Total Number of Write-ups = Demo Index

Deliveries

(1 is perfect. The higher the number, the worse the performance.)

With these five measurements you can effectively evaluate the performance of your sales drivers and make any necessary adjustments.

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